A brand is more than a logo. It is more than clever commercials, low prices, or memorable mascots. When done correctly, a brand is just a few steps away from a living, breathing organism. The more tangible your brand, the more likely your customers are to connect with it, emotionally. When consumers make a connection with a brand, loyalty increases, word of mouth evangelism spreads and your sales rise. If you want your brand to stick, it has to tell a story. That story must be compelling and consistent.
It must be compelling
Think about it, behind every great book, TV show, or movie is a great story. Chances are, you are in love with your significant other because of their story. I am not talking about a history, that’s different. A story has feeling, it has emotion, it has driving purpose, a protagonist to root for, and an antagonist to fight against. Your brand’s story must be compelling because it’s your identity. Your brand should drive decisions throughout the organization from the products you develop to the people you hire and more.
It must be consistent
For a good example of the importance of consistency, check out a blog post by my friends at Sprout Marketing. Consumers are not stupid. If your messaging does not match their experience, they will quickly notice and will likely become disenchanted. Or even worse, they will stop believing you. If you are a hotel, and your advertising promises a restful stay, your check-in process better be stress-free, and your beds must be comfortable.
It must be told well
A great story told poorly is not a great story. Ever heard two different people tell the same story or joke? Each account is a very different experience. Nuances in timing, body language and voice inflection (just to name a few) dramatically change the effect. In your company, the way you tell your brand’s story is just as important as the story itself. This is true externally and internally. Externally, you tell your story through advertising, pr, word of mouth, product design, pricing strategies, and customer experience. Internally you tell your story through things like management style, working conditions, training, and compensation. Don’t ever fool yourself into thinking you can simply ignore this. You cannot avoid developing and sticking to a brand by simply not branding at all, because in the meantime you will develop some sort of brand. And just like that last sentence, the brand you create will be disjointed, confusing, unlikable and unmemorable. I can’t imagine any business owner would want those adjectives used to describe his company.
Start today
If you don’t know your brand’s story, it’s not too late. Start developing it today. It’s more than a mission statement—but that’s a start. It has to have emotion and compelling reasons for people to be associated with and do business with your company. And remember, make it compelling, make it consistent, and tell it well.
